Malcolm Huff 3+4.docx - Malcolm Huf Amazons decision to not...

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Malcolm Huf Amazon’s decision to not subsume Zappos operations -Amazon was interested in Zappos for arguably many reasons. Zappos itself has established a unique culture that is a very large asset which is likely to contribute to the future growth and success of the company. The culture that Zappos has created would not be easy for another company to replicate and therefore, it because quite obvious why Amazon would want Zappos to keep operating under its own brand despite its new ownership. Amazon is a great partner for the growing company and is promoting the long term growth and success of Zappos. Amazon in turn has the financial backing and experience to support Zappos’s growth so in a sense the two are in a symbiotic relationship and are both benefitting from the new business acquisition. Zappos provided Amazon with a unique way of marketing to customers. The unique customer base Zappos accrued are now customers that are likely to purchase other products that are ofered on Zappos, many of which may have never visited Amazon. In this sense
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